beyond thelogo
Post on 28-Jan-2015
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BEYOND THE LOGO
What is a Brand ?
lets talk about what a brand is
NOT
its NOT just
a Product
a Logoan Identity
A Great Product
Isn’t a Great Brand
A Great Brand
Isn’t a Great Product
“…It’s a gut feeling a person has about a product, service or
organisation.”
Marty Neumeier,
author ,The Brand Gap
Why a Gut feeling?
Brands are defined by people
People are EMOTIONAL & INTUITIVE
A Brand is what People
SAY
FEEL
THINK
Its NOT what YOU say it is
ITS WHAT
SAY IT ISTHEY
the world’s foremost nutrition, health and wellness company
How do you make your Brand Great ?
Campaigning
Committing
Changing your core brand message to fit what you
think people need or want to hear
CAMPAIGNING IS
Marketing for the short term
CAMPAIGNING IS
COMMITTING IS
Building your brand on core principles that never
change
1. Coherent Brand Ideas & Expereiences over time2. Marketing for long term
growth
3. Creates Brand Loyalty
You will make/raise more money if
People understand who you are and what you
stand for
Know what you are
Define it
Understand what others say you are
Joe Saxton, nfp Synergy
Tap into emotions
Create Tribes
CREATE RAVING FANS
Ken Blanchard & Sheldon Bowles Raving Fans.
Be consistent
COLA?
make people believe there is no subsitute
Be Charismatic
Detergants
Chocolate
Be Relevant &
Be Focussed
Art of Positioning
Build Trust
Do things worth talking about
Raise the bar in your marketplace
Personality Costs Nothing
“ Working with what you’d call a “preferred partner” is a great way to drastically increase your brand’s exposure
for no cost”
Brand Torrent Blog
Preferred Partners
Its not what you say that matters
ITS WHAT YOU DO
A service company that happens to sell________
shoesand handbagsand clothing and eyewear and watchesand accessoriesand eventually anything and everything
2000 1.6 million dollars
2008 1 BILLION DOLLARS
“This is my second order. For the second time you have gone
above and beyond the call of duty. I can hardly wait until I need more shoes, I will be back.”
Your success is determined by the public perception
Understand who you are
THEN
be better
For ways to
be talked about
be different
engage
“…take the time and money and effort you'd put into an
expensive logo and put them into creating a
product and experience and story that people remember
instead.”
Seth Godin
advertising age
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